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CONTENT CONTRIBUTOR
THE EDITOR’S LETTER COVER STORY
EDITORIAL “Walk in Fluorescence“ by Putra Agung M
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FEATURED Nordhen Basic
FEATURED ORIGINAL QUIZZY
Contributor. What do you do? I’m currently working as a fashion
What’s the most prominent color in your wardrobe?
freelancer
Black, Gray and Purple
What would you never be caught wearing?
What are you currently obsessed with? Adriana Lima’s abs
Peplum dress and neon color
NADIA RATNA
What was the last song you listened to?
Name 3 your favorite fashion websites! www.lookbook.nu www.polyvore.com streetpeeper.com
“Love After War” by Robin Thicke
What do you do?
The best restaurant in town would be….
Student slash model
Union, Plaza Senayan. You should try their Escargot dish! It’s mouthgasm!
Raja Thifal Mazaya Izzati
What was the last thing you bought?
What beauty product can’t you live without?
Stripes and grey-ish socks
Vitamin E gentle facial wash from The Body Shop
Which website do you visit first thing in the morning?
What’s your current favorite song? Mirror Maru by Cashmere Cat
Path
The
EDITOR’S
LETTER
D
id you know that thinking hard make your body exhausted? It has proven by a study which headed by Samuele Marcora, a University of Kent Professor of Exercise Psychology . Life can get hectic, and sometimes I wish being stranded on the nowhere island was an option. Nothing else but a weekend. I would like to read some good books, getting tan, laying underneath the sky thinking about the essence about living. The one thing I wouldn’t expect to think about would be what I was wearing, and if my clothes were in season or not. But who says living in the big city is absolutely boring? Some days you leave work or campus at 5pm ready to go to gym, have another meeting, discussing, cooking, going to mall, and others simply going back home, laying on sofa, catching some serial tv. And it goes around day by day and eventually, it’s a mid of the year, time flies. Why don’t you sometimes crack the circle, make it into another shape. Laying underneath the moon on rooftop skyscraper, catching up some friends by picnic in the city park.
Rather have your own garden party in the backyard wearing pajamas and no-make up look, than wearing 10ish cm heels and super tight body-con mini dress in the freezy, dark, crowded night club right? People thinks by wearing blacks we absolutely safe, ordinary, and boring. I want to show you how vivid colors turn black odd boring yet outfit into a bright playful spring look. It’s not about what it looks like, but how you look at it and how you mixing things! I’m delighted to welcome you to April edition, Vivid Black. Thank you for hanging at LocalBrand.co.id ! Happy shopping and have a nice day :) Cheers,
Dwimayu Budinastiti Editor in Chief
COVER
crew. Editor in Chief
CONTRIBUTOR
Dwimayu Budinastiti
Raja Thifal Nadia Ratna Putra Agung Mahendra Dimas Nalendra Aldis Setiadi
Graphic Designer
Raja Thifal
PHOTOGRAPHER Putra Agung Mahendra
PHOTOGRAPHER ASSISTANT Dimas Nalendra
STYLIST Dwimayu Budinastiti
MAKE UP Aldis Setiadi
Krishna Pradana
LocalBrand.co.id Magazine is published by PT. Local Intech Solution Jl. Haji Salim II No. 54 RT 001 / RW 015 Kel. Gandaria Utara Kec. Kebayoran Baru, Jakarta Selatan - 12140 Phone. (021) 3025 3333
STORY
MODEL
LOCATION
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Local Studio Jl. Haji Salim II No. 54 Jakarta Selatan
Walk in Fluorescence Photograph by Putra Agung Mahendra Photographer Assistant Dimas Nalendra Styling by Dwimayu Budinastiti Stylist Assistant : Nadia Ratna Model Raja Thifal Mazaya Izzati Make up by Aldis Setiadi
Asymmetric Blouse by Regarde Rp250,000 Rainbow Skirt by Shut Rp155,000 Platform Glow In The Dark by Parkitchung Rp 299.000
Chemiseless Shirt by Regarde Rp245,000 Cutting Edge Pants by Spotlight Rp265,000 Vivian Blue Pink by Loveliness Rp159,000
Den by Binca Rp220,000 V Sleeve Yellow by Grey Area Rp 155,000 High Waisted Short by Spotlight Rp145,000 Jelly Platform by Parkitchung Rp 279,000
Thea Top by Sabs Rp120,000 Barbie Jumpsuit by ASK Rp 475,000.
Miny Disty Playsuit White by Spotlight Rp239,000 Punch by Raw Footwear Rp285,000 Houndstooth Diva by Decielo Bag Rp360,000 Madame Twist Necklace Black by Sabs Rp75,000 Madame Twist Necklace Red by Sabs Rp75,000 Madame Twist Necklace Dark Blue by Sabs Rp75,000
Summer tank Neon Blue by Impromptu Rp98,000 Printed Bustier by Spotlight Rp145,000 Georgia Black Pants by JukkaRp499,000 Vivian Black Pink by Loveliness Rp159,000
Aspen Top by Sabs Rp155,000 Lady Acaleta by Unui Rp88,000
Missy’s Black Thorn by Shy Shy Kat Rp 179,000 Polka Skirt by Argyle Oxford Rp 350,000 Jelly Platform by Parkitchung Rp 279,000
Polkadot Blazer by Argyle Oxford Rp498,000 Leopard Pink Swimsuit by Misshoundstooth Rp 330,000
Stretch Mini Skirt Green by SIN Rp189,000 Rainbow Jam Shirt by His Daughter Rp225,000
Lime Kimono by Lashka Rp 225,000 Grey Tribal Bikini by Misshoundstooth Rp 330,000 Polka Skirt by Argyle Oxford Rp 350,000 Locana Black Necklace by Ayunan Rp95,000
Backless Shirt ZigZag by Bitterinked Rp 299,000 Two Sides Magenta - Egypt Skirt by t[l]bM Rp 175,000 Akela Necklace by Ayunan Rp145,000
Brand Featured Interview by AISYA PUTRI
Where did the name Nordhen come from?
Nordhen Basic We didn’t found Nordhen Basic, but Nordhenbasic did
Nordhen was come from our desire to make some name, which are unique and memorable. Some idea’s comes from NORTH, means we try to make something new direction, merge between east side and west side.
How did you get started in fashion industry? We have started from basic things and by trial and errors experience. Firstly, we started from basic tee-shirt and continue to sweatshirt and shirt. Our main concerns are men apparels and basic apparel, which is containing green environments. Hence, we try to avoid using digital prints and substitute it into embroidery.
What were the inspirations behind the collection, 5th Rain 2013 - Survive getting lost? The inspiration behind our 5th collection is nature. We try to make correlation between rainy season and nature. In current collection we’re providing many articles which are considerable being useful in rainy season then we call them “survive” in other word, we should know how to survive in nature.
Who inspires you and why? Our inspirations are H&M and Uniqlo. They merge feature each materials and their idealism of fashion designing. Uniqlo has special article, which known as AIRsm and Heatech. H&M shows their own idealism by approaching customer through involving some fashion designers and artists. We have a big dream to become one of Indonesian fast fashion retail company which is known worldwide.
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we try to make something new direction, merge between east side and west side. - Nordhen Basic -
What music do you listen to when you’re designing? We usually listen to pop music during designing process, such as Two door Cinema Club. We also play John Mayer, Coldplay, and Oasis.
Do you have a custom design service? No, we don’t. We only produce mass products and try to avoid custom goods. But we have a production company, which has held since 2011, called Nordhen Manufacture. Nordhen Manufacture makes some of custom products but not under line.
What’s the main difference between Jakarta and Bandung street (fashion) style? There are several difference style between Jakarta and Bandung, especially in outwear apparel. We think this can be happen because of weather difference and habit in both place. Bandung dominated by casual style, on the other hand, in Jakarta most of teens bolder to wear different style, seems like they’re trying to show their unique personality, in other word, anti-mainstream attitude. And also fashion goods in Jakarta has a faster movement and much more expensive than Bandung.
Tell us something we probably don’t know about Nordhen Basic! Nordhen Basic is fashion retail company which established by people who didn’t have basic knowledge about textile. No one of us has graduated from fashion bachelor degree. We learn by trial and errors. Our main concern is materials and details. We rather survey directly in garment industries to find good materials, than designing products in studio. We want you to know Nordhen as a basic, functional, and elegant products for people whom into casual style, we’re providing men apparel only, we cover all age range.
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We put detail and current trends as feature of each product, rich of material content. We’re offering reasonable price (price = quality + value), keep trying to satisfy consumer by offering current trend and good design products, good quality, and qualify material. We want to show you, happiness isn’t expensive, it’s something valuable. We released Adios Serigrafia (goodbye printing) collection to support our program, reducing chemical usage such as digital printing on products.
Tell us a bit about your color scheme. Our color scheme mostly depends on each season theme. But, basic is our key word. So we’re trying to make basic color scheme to represent our simple concept and adjusting our target market. http://www.localbrand.co.id/Nordhenbasic Photos by Nordhen Basic
If you could dress any celebrity who would it be? We will choose Nicholas Saputra as our brand ambassador, because he represents casual style. Another celebrities would be Di Caprio, Restu Sinaga, Dwi Sasono, Bradley Cooper, Beckham, and Ryan Gosling for sure
Do you have a custom design service? No, we don’t. We only produce mass products and try to avoid custom goods. But we have a production company, which has held since 2011, called Nordhen Manufacture. Nordhen Manufacture makes some of custom products but not under line.
Does films give you inspirations from designing your products? What kind of films? Sometime film encourages us to make seasonal theme. Action, drama, comedy, colossal, serial movies, etc.
How do you think “Nordhen Basic” name works with your products? We think basic is really represents our products, and Nordhen was represent our local name!
Which one is more interesting, pants or shirts? Why? Shirt is more tempting, because it’s really presenting men apparel. We could explore shirts rather than pants in design, material, color, and its fitting/cutting, shirt also has a faster trend movement, it’s challenging
http://www.localbrand.co.id/Nordhenbasic Photos by Nordhen Basic
Original Quzzy
Brand Featured 2 Interview by AISYA PUTRI
Founder
Randi
How did you come to start your own line?
Stussy and Chanel.
Early 2004, I got an idea to make Quzzy that becomes somewhat of a cutting edge label in apparel with a strong local following. The idea behind Quzzy born from my imagination, inspired by Jakarta culture which combines elements of street, classic workwear, and fashion culture.
How much does music influence your designs?
Where do you go for inspiration?
What is Escapism S/S13 all about?
Everything I’ve learned, comes from the street, by entering the communities and sharing will guide us to the new inspiration to a wide spectrum of styles and tastes.
This spring summer season we want to creates an environment of personal fantasy, we believe escapism as a mental diversion of entertainment or recreation (not physically but more mentally), as an “escape” from the perceived unpleasant or banal aspect of Jakarta daily life.
What’s your dream collaboration?
We believe music is a gift from the force that creates us. Music gives us the biggest impact on our ideas in every single designs that we made.
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20 We believe music is a gift from the force that creates us. Music gives us the biggest impact on our ideas in every single designs that we made. - Original Quzzy We introduce an “escapism” to our buyers as a radical freedom concept in fashion to create many great looks of colors and be creative to mix and match of our products, we believe in a term “The dream reveals the ambiguity of a world, which describes the existence that is moving towards that world, and for whose experience it presents itself as objectivity.
biggest impact on our ideas in every single designs that we made.
By breaking with the objectivity which fascinates waking consciousness and by reinstating the human subject in its radical freedom, the dream discloses paradoxically the movement of freedom toward the world, the point of origin from which freedom makes itself world.” (Michel Foucault, Introduction to Ludwig Binswanger’s Dream and Existence).
We really like to see Thom Yorke wearing our stuff. haha but seriously I think he is the best musician of our era.
Do you remember the first apparel that you made? Tell us about it! The first apparel that we made is boxer pants. Because the production cost is pretty cheap and its easy to sell at that moments.us. Music gives us the
Do you have a personal philosophy by creating Original Quzzy?
Naughty by Nature.
Who do you imagine wearing your designs?
What’s the one thing (fashion apparel) every man should own? Sneakers. It represent your personal identity.
What’s next for Original Quzzy? Go International and making other outstanding collection.
How would you describe Original Quzzy in 3 words? Simple, Cutting edge, Universal.
How would you describe Original Quzzy in 3 words? Simple, Cutting edge, Universal.
What makes your collection stand out from the crowd? I think we try to make something innovative that out of the box from the current trends and its depends on our very own research.
What is your favorite piece from Original Quzzy current collection? Harmonies Shirt
Do you find yourself fashionable? Why? I dont know, it depends on others opinion, for me fashion is a part of my life. its becomes my daily needs, things that I wore absolutely showing my identity.
What do you think about Indonesia’s local designers? I think the progress is really on the move. Our local designers are very good, showing their best work by now.
What is the thing you find it amusing? I think komeng is never running out on idea to make us laughing. haha.
Why did you decide to produce women’s products recently? The main reason is lot of our buyers is asking for the women’s line, we think its an opportunities to expand our collection and idea. http://www.localbrand.co.id/OriginalQuzzy Photos by Original Quzzy